Europe
AC Milan renews Official Water deal with ALPS Italia
Serie A club AC Milan has renewed its partnership with local bottled water brand ALPS Italia.
Under the multi-year deal, ALPS will retain its designation as the Official Water of AC Milan
Estrella Damm backing sees prize fund increased for Andalucía Masters
Estrella Damm, the premium lager brand of the Spanish brewing company Damm, has become the new title sponsor of European Tour golf tournament the Andalucía Masters under a five-year deal that will boost …
Kappa takes principal partner role at Aston Villa
English Championship football club Aston Villa has agreed a three-season deal that names Italian sportswear brand Kappa as its principal partner and kit supplier
Mastercard partners with women’s teams at Arsenal, Olympique Lyonnais
US financial services firm Mastercard has strengthened its commitment to women’s football after signing new partnerships with Arsenal and Olympique Lyonnais.
Adidas dumped by Spanish football fed after contract row
Spain’s national football federation has announced plans to terminate its contract with adidas, its kit supplier since 1992.
Dacia extends backing of Super League’s Magic Weekend
The Dacia car brand of French automotive manufacturer Renault has extended its partnership with the Super League for title sponsorship of the rugby league competition’s Magic Weekend.
Uber continues ICC relationship with World Cup deal
Personal mobility company Uber has furthered its association with the International Cricket Council by signing up as an Official Sponsor of the 2019 World Cup
Audi takes all as BMW pulls out of major partnership with Bayern Munich
German car brand Audi has overcome BMW to retain its lead partner deal with Bundesliga club Bayern Munich
Denizlispor signs Yukatel deal for Süper Lig return
Turkish football club Denizlispor has signed German-based telco Yukatel as its new main sponsor as it prepares to the top-tier Süper Lig.
McLaren’s Petrobras deal comes under scrutiny
The future of Petrobras’ sponsorship deal with Formula One motor-racing team McLaren has come under further doubt after Brazil’s President, Jair Bolsonaro, claimed that he has directed that the oil com…
AXA upgrades to Liverpool training kit partner
The partnership is understood to be a three-season deal, from 2019-20 to 2021-22, and builds on AXA’s existing Global Partner agreement with Liverpool.
FA of Wales seals MG Motor UK deal
The Football Association of Wales (FAW) has signed a three-year sponsorship deal with MG Motor UK
Liverpool, Spurs fans urge sponsors to forfeit Champions League final tickets
Supporters of Champion League finalists Liverpool and Tottenham Hotspur have urged sponsors of the competition to give up their tickets so that more fans can attend the final
Schalke teams up with Hagedorn
German Bundesliga football club Schalke 04 has entered into a partnership with demolition services company Hagedorn.
The three-year deal will cover the 2019-20 to 2021-22 seasons
Doubts raised over Southampton’s ‘record’ shirt deal with LD Sports
Industry experts have questioned Southamption's new “record” shirt deal with Chinese brand LD Sports, which was officially announced on Monday as the “biggest sponsorship deal in the club’s history”.
But L
Amora celebrates centenary with Tour de France
Dijon mustard producer Amora has agreed a partnership with the Tour de France
European Tour partners with Enterprise Rent-A-Car
Golf’s European Tour has agreed a three-year partnership with vehicle rental and mobility company Enterprise Rent-A-Car.
Freiburg extends with shirt sponsor Schwarzwaldmilch
German Bundesliga football club SC Freiburg has extended its partnership with dairy products manufacturer Schwarzwaldmilch